Aristotle, and W. Rhys Roberts. Rhetoric. Mineola, NY: Dover, 2004. Kindle Electronic Edition.
Book III, chapter 2.
Aristotle moves on to discuss appropriate style. “Style to be good must be clear, as is proved by the fact that speech which fails to convey a plain meaning will fail to do just what speech means to do. It must also be appropriate, avoiding both meanness and undue elevation . . . “ (Aristotle III.2, B. 1404b). A memorable speech, however, should be slightly unfamiliar in usage, since “. . . people like what strikes them, and are struck by what is out of the way” (Aristotle III.2, B. 1404b). Aristotle continues with examples of the difference between poetry and prosody. He recommends extensive use of metaphor (Aristotle III.2, B. 1405a). Again, he provides examples of meaningful metaphors.